Research On Dual Supply Chain Strategy With Theory Of Transaction-cost

As the further applications of Internet and the rapid development of e-commerce, consumers'shopping behavior has been changing, more and more enterprises begin to control the direct net-marketing channel. Compared with the traditional retail channel, the direct net-marketing channel has unique advantages itself, which will inevitably have some effects on the traditional channel. Therefore, the dual-channel supply chain management problems are increasingly becoming hot research topics.Both the direct net-marketing channel and traditional channel face the same custom groups, consumers'behavior choice plays a decisive role in the channel demand; Surveys show that consumers will take into account the additional costs which are generated by the actual purchase of online shopping, and many retailers provide value-added services to improve the competitiveness of the traditional channel. In theory, there are many empirical studies have shown that the transaction cost of the direct channel is an important factor influencing consumers'online shopping, and these studies don't take into account the transaction costs in the dual-channel supply chain model for quantitative analysis. Therefore, if considering the transaction costs of consumers, the manufacture should how to make decisions? And how to make decisions when the retailers involve and provide value-added services? What outcomes these decisions will bring? Similarly, retailers how to formulate the best strategy? These problems objectively existent and must be resolved. Therefore, research on manufactures and retailers'strategy problem based on transaction cost theory and using the mathematical model has strong theoretical and practical significances.On the basis of the review of previous studies, this study did the followings: First, defining the concept of transaction costs of the network, and inducing the relationship between transaction costs and consumers'online shopping intention. Then setting up the traditional dual-channel supply chain model, and on the base of the traditional model,this thesis constructs the model which considers the effect of the transaction costs, uses Stackelberg game theory calculate the manufacturers and retailers'optimal strategy, and through model analysis comparing the optimal strategies of two cases. This study further thinks about the case of retailers providing value-added services to improve the model and study the manufacturers and retailers' optimal strategies. Finally, using the MATLAB software to solve the model and do some corresponding numerical analysis, thus verifying the validity and reliability of the model, and drawing the main conclusions of this study.